Imagine this …

How many times have you bought a new product only to be prompted to create a full profile, complete the tutorial, and edit your settings before even having the chance to play around with it?

These interruptions create moments of friction that could otherwise be used to demonstrate how amazing your product actually is.

In today’s edition of Why We Buy, we’re taking a look at The Moment of Wow – the critical moment when your user thinks to themselves “Wow, how did I ever live without this?“

Let’s get into it.

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The Psychology of The Moment of Wow 🧠

Your product might save your customers hundreds of hours a week or make them thousands of dollars overnight. But if it takes too long to see that happen, they’ll lose interest and cancel.

The two biggest killers of customer satisfaction are friction and unanswered concerns.

Friction takes the form of signup pages, unnecessary clicks, or complicated instructions.

To answer concerns, be sure to have accurate documentation, dead-simple instructions, and answer questions before they arise.

Getting to The Moment of Wow quickly means eliminating friction and concerns at every opportunity. If you don’t, you might lose your newest customers.

Inside Your Buyer’s Mind🧐

New buyers need to be shown exactly what about your product makes it amazing as quickly as possible. This is called the Moment of Wow by many product marketers. The faster you can get them to that Moment of Wow, the more likely they will stick around.

For example, Tinder is only exciting when the user gets a match. Therefore, opening a Tinder account should require the fewest steps possible to get your heart aflutter thinking of all the hot dates you’ll be going on. 

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Get your prospects to the Moment of Wow ASAP

Re-order your onboarding sequence to let them see the value immediately. If setting up an account can wait, then push it back. This will likely increase conversion rates because your customer will be excited to keep using your product. 

Doing is more powerful than Telling

Instead of describing how awesome your product is, let your customer experience the Moment of Wow first-hand. This can be done using demos, trials, or small tastes of the core product so they can see the benefits you provide with their own eyes.

Ask existing customers and those who have left about the Moment of Wow

Your existing customers will tell you what it is exactly about your product that they find so valuable, but it’s your old customers that will tell you how you can do better. Don’t be afraid to talk to previous customers to understand why they left. They will often indicate how friction and concerns could be handled differently.

The Short of It 💥

Every product needs to have a solid Moment of Wow – when the user realizes that they can truly benefit from your product. It’s your job to get them to that moment as easily and quickly as possible by eliminating friction and making the next steps crystal clear.

Having your prospects use the product is always more effective than telling them about it.

Until next time, happy selling!

Pssssttt…

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